In fact I don't think I've ever heard of a studio doing this, and can't believe that Kevin Smith would go for that. He's always been someone that's been a "fan first" kinda guy.

Smith had no control over this. He posted an explanation and apology for it somewhere (it's been awhile...). It's a Weinstein deal all the way. An added incentive to get people to rent it from Blockbuster. Weinstein desperately needs any extra money they can get.